Amway India strengthens its Personal Care portfolio

Amway India strengthens its Personal Care portfolio with 

Persona Germ Protection and Moisturizing Liquid Hand Wash

Amway India’s latest innovation offers effective germ protection, with the benefit of gentle nourishment and moisturization by Aloe Vera

New Delhi, 28th March 2019: Amway India, the country’s largest FMCG direct selling company, has launched its latest innovation in the personal care category - ‘Persona Germ Protection and Moisturizing’ liquid hand wash. The new liquid hand wash has been developed in India for Indian consumers and offers effective germ protection, while providing gentle nourishment and moisturization by Aloe vera. The new liquid hand wash is safe, efficacious and environment-friendly, being free from paraben, sulphate and triclosan, which are widely used preservatives in consumer products. 

With the newly launched liquid hand wash, Amway aims at bringing the much-needed behavioural shift and awareness about hand hygiene among Indian consumers by reinforcing the handwashing habit as the most basic hygiene ritual. Amway India is also looking at increasing the market penetration of liquid hand wash products including in tier II & III cities through the strong Amway direct sellers base. 

Announcing the launch of Persona Germ Protection and Moisturizing Liquid Hand Wash, Mr. Sundip Shah, Chief Marketing Officer, Amway India, said, “The health and hygiene segment, especially the hand hygiene segment has seen tremendous growth in India, with the liquid hand wash category witnessing a double-digit growth in the last 5 years. There is an increasing awareness among people towards maintaining hygiene in general, and specifically hand hygiene. Liquid hand wash is more convenient, less messy and more hygienic than soaps. There is a huge potential for growth in the category which has just 10% penetration in the country. With our Amway direct sellers base, we are aiming for a deeper product penetration esp. in tier II &III cities and we are confident that Amway direct sellers will play a crucial role in spreading awareness about the importance of hand washing for a healthy life.

Ms. Anisha Sharma, Category Head – Beauty & Personal Care, Amway India, added, “With several public and private campaigns on health and hygiene, more consumers are becoming aware about the benefits of maintaining a good personal hygiene, especially hand hygiene. They are looking for a product which gives them complete germ protection, without drying their hands. We are addressing this need by providing effective germ protection with the goodness of a nourishing herbal ingredient like Aloe vera which softens and moisturises the skin#.”

Priced at INR 265 for 250 ml (inclusive of all taxes), Persona Germ Protection and Moisturizing Hand Wash is sold exclusively through Amway Direct Sellers across India. 

Amway’s personal care category includes a wide range of products for head to toe including hair care, oral care, body care & male grooming catering to one’s personal hygiene needs. 

*Source: Euromonitor, 2018, Retail Value

# Ingredients used in the product provides moisturization which helps in softening of skin

About Amway India

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world's #1[4] direct selling with presence in over 100 countries & territories.

Globally, Amway is over 59 years old, US $ 8.8 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 800 patents granted and another 240 patents pending.  Amway has nearly 1000 scientists across 100 research and development and quality assurance laboratories worldwide.

Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use[1]. With the aim of increasing consumer outreach Amway has set up more than 60 Xpress Pick & Pay stores across the country. 

Amway products are popular not just in India but across the world. Nutrilite is the world's No. 1 selling vitamins and dietary supplements brand[2]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Amway has signed Farhan Akhtar as the brand ambassador for the Nutrilite range in India to further promote the brand. Artistry is India’s No. 1 premium skin care brand[3]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed keeping the needs of Indian consumers into consideration.  

Amway India is aggressively entering newer categories. Most notably, the company launched a Weight management program called ‘W.O.W.’ (Will over Weight) which has been really appreciated by the consumers in India. Amway forayed into the consumer durables segment with the launch of a premium cookware range Amway Queen and the Energy Drink and Sports Nutrition segment (Whey Protein) with XS. Last year, Amway announced the launch of Nutrilite Traditional Herbs developed specifically for the Indian consumers. 

Amway’s manufacturing facility in India is located at Nilakottai in the Dindigul district of Tamil Nadu. This is Amway’s third manufacturing plant located outside of USA. The other plants are located in China and Vietnam. Amway India’s Plant in Dindigul district has achieved LEED ‘Gold’ certification by US Green Building Council (USGBC) which showcases our leadership in sustainability in the industry.